CASE STUDY
MARKET SEGMENTATION AND CUSTOMER PERSONAS
A major medical device company enjoyed first-mover advantage and market leadership for a life-saving interventional procedure. The company wanted to strengthen its position and needed to know how varied its audience was and how to optimize marketing and communications to support clinical and commercial efforts.
ACTION
Health Market Experts conducted a market segmentation of cardiac subspecialists and discovered considerable variation in attitudes and clinical decision making. Through C-level and management workshops, primary market research, and data analytics and modeling, we developed physician personas, based on beliefs, motivators, demotivators, and the impact of various communications themes.
RESULT
The client obtained an enhanced understanding of its diverse customer base and prospects. Our analysis revealed clinical and professional motivators, recommendations on messaging themes, and when and how to use digital channels to reach and engage each persona.
DOMAIN
Marketing, Sales, C-suite, Precision Communications, Medical Device